JAPAN: Happoshu boom continues as regular beer shipments fall
Japan's major brewers reported that the low-malt drink, "happoshu", accounted for a record 43.5% of total beer shipments in February, the first time they have topped the 40% mark, as consumers continued to switch to the cheaper alternative to beer. Happoshu shipments were up by 28.7% in February to 189,026 kilolitres. Total shipments of beer and happoshu rose by 3.5% to 434,770 kl in February but shipments of traditional beer were said to have fallen by 10% to 245,744 kl, the 23rd successive monthly decline.
Get full access to all content, just $1 for 30 days
A Message From The Editor
just-drinks gives you the widest beverage market coverage.
Paid just-drinks members have unlimited access to all our exclusive content - including 14 years of archives.
I am so confident you will love complete access to our content that today I can offer you 30 days access for $1.
It’s our best ever membership offer – just for you.
Olly Wehring, editor of just-drinks
- Interview - Bacardi global marketing boss, whisky
- Has Coca-Cola Jumped From Frying Pan to Fire?
- Constellation grapples with glass as reality bites
- just The Preview - Carlsberg's Q2 & H1
- just The Preview - Heineken's H1 & Q2
- Diageo doubles intake for spirits start-ups scheme
- Diageo appoints head for Asia marketing unit
- Second senior exec to depart Bacardi
- Bacardi sees North America president step down
- Constellation recalls Corona over glass threat